What Does EV in Paradise Mean?

1. Ipo Mossman, Co-ChairMaui County Office of Economic Development Carol Reimann, Co-ChairMaui Hotel and Lodging Association Darryl BarberUniversity of Hawaii Maui College AlixBuchterMaui No KaOi Magazine John FoyEnterprise Car Rental Dave GleasonMaui Lani Golf Course Lance GilillandHonua Kai Resort Barry HelleWailea Old Blue Myles InokumaRoberts Hawaii Ellsworth KalawaiaHonua Kai Resort & Spa Justin MacNaughtonGreen Car Hawaii Philip OhtaMaui District Parks (State Parks Division) Shawn RacomaThe Whaler on Kaanapali Beach Milton RickardAston Kaanapali Shores Dave RolfHawaii Auto Dealers Association Pam WolfBio-Beetle ECO Rental Cars Stuart ZinnerUniversity of Hawaii Maui College What Does EV in Paradise Mean? Visitor Industry Workgroup

2. Visitor Industry Current Situation Analysis 85% of Maui Visitors Rent Cars 1 Rental EV Vehicle on Maui Bio-Beetle ECO Rental Cars At least 9 Charging Stations Available to Visitors Wailea Beach Marriott Four Seasons Resort Maui at Wailea Sheraton Maui Westin Maui Kahana Gateway Kihei Town Center Two Locations - Enterprise Rent A Car AAAA Rent A Space, Honokowai With more to follow….

3. Analysis of UsageFor Visitors • Visitors will rely on the availability of charging stations • The availability of charging stations at hotels & resorts may factor in to visitors choosing to rent EVs (cost is the other factor at a time when many are still careful with their pennies) • A network of strategically positioned charging stations throughout Maui is needed for visitors to rent EVs

4. Are We (and Our Visitors) Really Green? • TripAdvisor Survey “47% will take eco-friendly factors into consideration such as their carbon footprint or “green” hotel policies when making travel plans.” • Reality Check: While everyone strives to be eco-friendly, current statistics reveal that less than 5% actually do take eco-friendly steps on a regular basis.

5. Plan to Increase Visitor Users Over the Next 1-5 Years Get Infrastructure in Place Make More Rental Vehicles Available Make it Easy, Make it Affordable Promote & Get the Word Out

6. Infrastructure Deployment for Visitor Use 1-5 Years 166 Tourist Destinations on Maui Identified 31 Hotels/Resorts/Timeshares (does not include condos) 10 Public Golf Courses 15 Shopping Centers & Attractions 8 State Parks 103 County Parks

7. Infrastructure Challenges for Visitor Industry • Most Tourist Destinations are within Special Management Zones (SMA) • Requires ordinance compliance via permitting process • Some Tourist Destinations are within Flood Zones • Requires elevating charging stations above Base Flood Elevation • Level 3 (Quick Chargers) are recommended for visitor use • These factors increase the cost of installing charging units at a time when accommodation properties are still watching their bottom lines. • Lack of sufficient number of rental vehicles to justify expense of installing chargers

8. What Are Challenges for Tourists in Choosing EV? • Cost: It’s more expensive to rent EVs • Lack of Infrastructure: Currently there are not enough charging stations to accommodate visitor use • Lack of EVs Available to Rrent • Risk of Bad Visitor Experience: advise against test marketing the viability of Electric Visitors on our Visitors. • Bottom Line: Infrastructure should be in place for residents before we push visitors into renting EVs

9. Determine Niche Market -The Maui EV Visitor- • EVs are a relatively new concept - no concrete demographics • Need to cultivate a more comprehensive definition of EV users • Current assumption of consumer: • eco-active – they are not only environmentally aware, but they also embody the lifestyle or are simply curious • interested in new technology - tech savvy or think they are • early adopters to the latest innovations • spend more time away from their accommodations - fill their vacation days with sight seeing and activities.

10. Devising A Communications Campaign for Visitors • After infrastructure & availability of vehicle rentals increase, marketing efforts to include: • Effective communication & promotion of charging locations throughout island • Provide visitor incentives to rent EV’s • Free charging • Reduced rates • Preferred parking • Emphasize environmental incentive for choosing EV’s

11. Visitor Marketing Plan • Print Campaign • Promote the pleasure of the EV driving experience • Showcase Maui’s scenery & activities while EV driving • Emphasize EV Driving as an Activity • Digital Campaign – Social Media & Internet • Focus educating consumers • Provide resources & use as forum to disseminate & share information • Create a “Maui EV Driving App” • Radio • Targeting businesses to be early adopters of an EV discount program • Target a captive driving audience • Events & Misc • EV outreach to promote awareness to tourism employees • Travel videos on airlines to promote the Ultimate EV Touring Experience • EV Events Marketing Plan Can Only Be Effective After Infrastructure is In Place

12. Visitor MarketingNext Steps Conduct demographic studies to define the EV visitor Work with tourism organizations to determine how to best integrate EV into existing promotions & marketing

13. Closing Remarks Tourism is the Economic Engine of Maui County • accounting for 75-80% of our economy • 40% of all jobs are directly related to the Visitor Industry • A network of infrastructure can only be supported by adoption of residents • Let’s not test market EV’s on tourism and risk negative visitor experiences Mahalo!